[Publish] Analytics: Overview Report for Facebook Pages

The Overview Report for Facebook Pages is only available on our Business Plan. More information on our plans can be found here.

IN THIS ARTICLE

Report features

The Overview Report provides insight into your overall engagement levels. This section of the guide provides an overview of the available features, tables, and charts.

Keen to see Analytics and Reports in action?  Join a Buffer Publish for Business webinar β†’

Customizing the date range

Use the date picker to choose a preselected or custom date range. This will be reflected in the tables and charts throughout the report.

Exporting the data

All of the data can be exported to both CSV and Images, using the buttons at the top right of the report. Both of these options will generate a Zip folder of each report displayed on the page.

You can download sample reports here >>

Performance table

The performance table shows aggregate metrics for all posts sent during the selected date range, including native posts.

Why is this useful? This table is designed to give you at-a-glance insight to how you're performing over a specified date range. These are key performance metrics for Facebook and you want to see lots of green! Check this table regularly to help build up your long-term intuition on overall performance.

Metrics breakdown chart

The metrics breakdown chart allows you to view and compare performance metrics and followers over time. You can choose to view the performance for the previous period as well, which will allow you to compare metrics for the same amount of time immediately proceeding the selected date range. In the legend at the bottom of the chart, you will find the total number of the chosen metric over the selected date range.

Why is this useful? This chart allows you to gain insight into the general engagement of your posts, your overall number of followers and to compare performance over periods of time. In an ideal world, previous period totals would always be lower than the current period.

Top posts table

This table shows you the top 10 best-performing posts, sorted by impressions. Use this table to review your most effective posts.

Why is this useful? Analyze these posts and try to identify common patterns, such as the type of post (image, video, link, etc.), the time it was sent, the phrasing and subject matter. After identifying potentially successful patterns, experiment with those on future posts to try and maximize their performance.

Performance Metrics

Metric descriptions

Various performance metrics are available for Facebook Pages in the Overview Report. The list below provides a description of each metric.

  • Posts: The number of Facebook posts sent in the selected date range, which includes posts sent outside of Buffer Publish.
  • Post Reach: The number of unique people who saw any of your posts, during the selected date range.
  • Post Impressions: The number of times people saw any of your posts, during the selected date range. This number will always be higher than Post Reach because some people will see your posts multiple times.
  • *Link Clicks: The number of link clicks that occurred in any of your posts. This number includes any link clicks, including posts with multiple links or multiple clicks by one user. It includes any link that takes a user away from Facebook.
  • Reactions: The total number of Reactions you earned on any of your posts, during selected date range.
  • Engaged Users: The number of unique, engaged users. These users have liked your Page, or clicked on your content (includes comments, shares, reactions, etc).
  • Page & Post Engagements: The number of times people have engaged with your posts through likes, comments and shares and more.
  • Shares: The number of times any of your posts have been shared, during the selected date range.
  • Comments: The number of comments on any of your posts, during the selected date range.
  • Total Fans: The total number of your fans.
  • New Fans: The number of fans you gained or lost during selected date range.

* Click metrics shown in the Overview Report are pulled from the Facebook Graph API, and we're specifically tracking "link clicks" as opposed to "post clicks". "Link clicks" are those that specifically take place on a link, as opposed to "post clicks", which include clicks anywhere on the post, e.g. clicking on a link attachment, an attached image, the avatar of the Page, the timestamp, etc.

We are not currently tracking "post clicks" in the Overview Report. If you're looking at "post clicks" in Facebook Insights, this number won't match the click count in the Overview Report within Buffer Publish because they are actually two different metrics.

Metrics available in each table and chart

The table below provides an overview of which metrics are available in each table and chart throughout the report.

Metric Performance table Metrics breakdown chart Top posts table
Posts βœ“ βœ“
Post Reach βœ“ βœ“ βœ“
Post Impressions βœ“ βœ“ βœ“
Link Clicks βœ“ βœ“ βœ“
Reactions βœ“ βœ“ βœ“
Engaged Users βœ“
Page & Post Engagements βœ“
Shares βœ“ βœ“
Comments βœ“ βœ“
Total Fans βœ“
New Fans βœ“ βœ“

Common Questions

1

Where does the data come from?

All metrics, including clicks, are pulled from the Facebook Graph API.

2

How often is the data refreshed?

Each day, we fetch your Page posts from the Facebook Graph API. This service provides rich, highly reliable "source-of-truth" data, which we process and deliver to you via the Overview Report. The numbers are crunched daily, which means you will always have data for yesterday and beyond. Please note that all Facebook Page metrics are collected and displayed in Pacific Time.

3

Are native posts included?

Native posts are included in the Overview Report. Data on anything you publish on Facebook directly, or through another third party app, will be shown in the Overview Report.

4

How far back does the data go?

Analytics are never deleted so you'll always be able to customize the date range as far back as you'd like. When you subscribe to a Business Plan, or connect a new Facebook Page account and you’re already on a Business Plan, Buffer Publish will backfill data on native posts published over the past 6 months.

5

Why might there be a discrepancy between the data in Buffer Publish and the data in Facebook Insights?

Click metrics shown in the Overview Report are pulled from the Facebook Graph API, and we're specifically tracking "link clicks" as opposed to "post clicks". "Link clicks" are those that specifically take place on a link, as opposed to "post clicks", which include clicks anywhere on the post, e.g. clicking on a link attachment, an attached image, the avatar of the Page, the timestamp, etc.

We are not currently tracking "post clicks" in the Overview Report. If you're looking at "post clicks" in Facebook Insights, this number won't match the click count in the Overview Report within Buffer Publish because they are actually two different metrics.